The F A B sales method

This article discusses a proven selling technique that is both helpful for beginners and seasoned salespeople. B. Method.

Every sales professional will tell you that the sale process has many components. They include prospecting and qualifying prospects, identifying their needs, making the presentation, closing the sale, and checking for agreement.

While some might disagree with me, I believe they all are equally important. Step “B” is not possible without having succeeded in step “A”, and so forth. Without laying the foundation, step by step, this all-important close wouldn’t be possible.

After all that said, I want to focus today on the “meat” in the sales call, which many consider the presentation. It is a technique called F.A.B.

Even though they have the best intentions, many salespeople don’t know what to do during their presentation. Maybe they’re new to the company or still learning about the product. Some might be eager to share all the features of their product. Others, especially those who have been in the business of selling for a while, like to think outside the box.

Each of these methods will yield mixed results at best.

A well-organized approach is essential for salespeople. The salesperson must present the product or services in a way that makes it easy for potential customers to understand. F. A. is a tried and true method of making sales. B. approach.

F. A. B. is for Features Advantages and Benefits. This is a way to guide your prospects through the process of thinking about “so what does this mean for me?” They care only about that.

Here’s how it works:

After asking questions to establish the needs of your product or service, let them know that you are able to understand their concerns and suggest ways to save money, improve safety, etc. It is crucial that you listen to the concerns of your prospective customer. Your company is able to solve this problem. I don’t like to call it a “problem”, as most people are reluctant to admit that they have one. Start by looking at one feature at the time and then moving on to the other. Next, discuss the benefits, features, and advantages of your product.

FEATURE is a feature that describes a product or service.

Discuss briefly a feature in your product or service. Because the customer doesn’t really care about this feature, I suggest you speak briefly.

ADVANTAGE – The advantage is what the feature does.

It is possible to spend more time discussing the advantages. As your customer begins to understand what this means, you will begin to see the gears in their heads. Sometimes, the sale is made in the customer’s head during this time.

BENEFIT-A benefit is when the advantage is used to help a customer. This can be time saving. Save money. Save money. Health improvement. Give you security and peace of mind. Assure safety. Steadily improve your status.

Many people believe that they are selling products or services. The benefits are what really sell.

Benefits are always sold

Some FABs are not obvious.

Featured: Credit Union members receive a complimentary checking account.

Advantage: They don’t have to pay a monthly fee.

Benefit: Every month you save money.

Feature: Baby strollers come with two safety latches. One is on the wheel base, the other on the handle.

Advantage: You can use either or both safety locks.

Benefits: The safety latches offer added safety and peace of mind to you and your baby.

Sometimes they may not be so obvious and not of any value to all customers.

Feature: All distributors will receive point-of-purchase signage and displays during this promotion.

Advantage: No matter how large your purchases are, you will get the same tools that larger stores receive.

Benefit: We will do all the promotion for you, saving you time. You’ll also be on the same playing field as larger distributors, which will allow you to make more.

Always use the word “you” when describing the benefits and especially the benefits. The customer can then visualize himself using the product/service. It is a subliminal tool that people don’t notice, but can influence them.

There may be many features in your product or service that translate into advantages, then into benefits. Don’t tell your prospects everything about your product. Three points per presentation is recommended, according to studies. People don’t retain much information after that. You might only need one FAB. It’s all you really need.

You should know as many FABs of your product or service as you can. But, limit the number of FABs you present to the prospect. If your prospect is impressed by the first FAB, you can ask them questions about the closing and proceed to the next step.

FAB is a proven method to help your potential customer see the value of your products or services.

It is important to learn it. It will benefit you and your customers.

We are a team of professionals with each having two decades of experience in start-ups, sales, marketing, finance, HR, large scale project and profit centre management and running mature cross functional operations. At we are big believers that knowledge transfer is critical to our industry’s evolution. We love to share our experiences and learnings through our online resources.

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